Jobs will be a hard act to follow. He brought the company back from the brink in 1996, presiding over a remarkable turnaround in its fortunes. I’ve been an Apple loyalist since I bought a Macintosh Plus in 1987, but at times that loyalty was sorely tested. The lowpoint for me was probably the PowerBook Duo which I bought in 1992. I seriously considered switching to a PC, not least because Mac users were so few and far between. In the battle with Microsoft, it felt like we were on the losing side. But my faith was restored when I bought an iMac, one of the first products Steve Jobs was identified with after returning to the company in 1996 [would that be an eMac?]. After that came a rapidly improving series of laptops – the iBook, the white MacBook, the black MacBook and, finally, my current model, the 2008 aluminium MacBook. I can think of few companies I have such an intense brand loyalty to and that is in no small part due to the technological and marketing savvy of Steve Jobs. As a colleague said last night, he’s been the outstanding CEO of our generation [apart from when he was sacked].
So what you gonna do Toby? Put your first-born son on the altar? Just re-read that Toby. Steve Jobs is very successful businessman but… All this talk about “faith” and “intense loyalty” and “being tested” – you’d think He came down the mountain in Cupertino with an iTablet engraved with fire by God himself.